Verizon Wireless Adding Identifiers to Web Requests

Verizon Wireless is adding tokens to web requests that use its cellular data network. The data is used to build profiles to better deliver advertising content to individual users.

The tokens are part of Verizon's "Relevant Mobile Advertising" service and link specific users to internal profiles that direct "marketing messages to mobile devices on our network." Called "Unique Identifier Headers," or UIDH, these tokens help facilitate the process of targeted advertising.

Targeted advertising is when data about users is collected and used to better serve them advertisements relevant to their interests. On its FAQ, Verizon gives the example of a restaurant that wants only to advertise to potential customers within a 10 mile radius of the business' physical location. "We help enable these ads to mobile devices on our network," the company states.

While Verizon claims it keeps users anonymous, classifying the data as "private," the company definition of private in regards to user information means simply that it isn't shared outside of the company.

Ryan Singel, CEO of content-recommendation firm Contextly, told Ars Technica, "All that’s needed is for one site that has your e-mail address or name to match that" to the UIDH. From there, the information can be sold to anyone.

Exit Theatre Mode

Digital rights advocacy group Electronic Frontier Foundation point to their discovery that UIDH are still attached to customer requests, even when the customer has opted-out of the program.

What do you think about the collection of your data for use in advertising? Does it creep you out, or is it the price we pay for our modern conveniences? Let us know in the comments.

Seth Macy is a freelance writer who just wants to be your friend. Follow him on Twitter @sethmacy, and MyIGN at sethgmacy.